The Factors Of Farmers’ Intention To Use GI Research

In recent years, with the domestic food safety incidents occur repeatedly, and foreignbrand of agricultural products in the Chinese market, domestic agricultural development hasbeen a big impact in the market, the reason on the one hand, comes from the confidence ofthe domestic agricultural products to consumers, on the other hand，most of the domesticagricultural products unable to establish a good brand image with the international brand.Therefore, actively encourage farmers to use geographical indication, helps to quickly buildregional brand of agricultural products, farmers with the aid of the regional brand canimprove the economic benefit, to gain market competitiveness. Therefore, study the influencefactors of farmers to use geographical indication is helpful to promote our country to promotethe use of geographical indication, legal protection of geographical indications and operationand management has important theoretical and practical significance.Farmers use of geographical indication intend to research from the Angle of theparticipation main body to promote the use of geographical indication, the analysis of thegeographical indications to promote participants, on the one hand, due to the nature ofgeographical indication protection products, the participation of farmers is the main body, onthe other hand in geographical indication promotion link, farmers is the most basic ofparticipants, involving all stakeholders in the promotion of geographical indication, throughto farmers as the research core, study the influencing factors of the farmers’ willingness to useto find a geographical indication of marketing channels.The combination of theoretical research and empirical research, this paper researchmethods, through the analysis of predecessors to farmers related behavior Research, as well asstakeholders in the promotion of geographical indication with farmers to participate in thecore, constructs the influence of the will of farmers to use geographical indication relatedmodel. Analyze the present situation of Chongqing areas use geographical indicationsaccording to the model, the written questionnaire, data collection and investigation toChongqing area farmers. Data collected from147farmers, through descriptive statistics,factor analysis, analyzes the logistic regression analysis of the data.Through the study founds that farmers degree, and their cognition of geographicalindications for the use of geographical indication will have greater impact to use GIS, at thesame time, relevant policies to encourage and support also help farmers to use geographical indication. Industry association should be perfecting the promotion mechanism ofgeographical indication, on the one hand, increase the farmer’s perception, while improvingthe market acceptance of geographical indications; The government policies, increase supportfor farmers to use geographical indication Through government support at the same time,making the industry association can gradually development, set up the industry association inthe promotion of the authority in the process of geographical indication. The end of the articleseparately from the research field, the narrow research area and refine the research content ofthree direction on future research of geographical indication products.